There’s nothing better than starting your day with bright, stylish socks. Happy Socks, a Swedish brand, simplifies and makes this small pleasure accessible. Originating in 2008, the company was founded by two enthusiastic friends: a graphic designer and an advertising specialist. Happy Socks has expanded its global market reach, with outlets in more than 90 countries. Recently, the brand revamped its appearance, deeming its previous visual identity outdated, unsuitable for digital demands, and disconnected from the textile sector.
While the old Happy Socks logo, using the Sign Painter Casual typeface from House Industries, had a certain charm with its irregular curves, it lacked a distinct identity and deviated visually from textile-related imagery. Teaming up with the French design studio Yorgo&Co, the brand now boasts a bold and unique logo featuring specific typography and an icon symbolizing human ankles, with two eyes adding a cute and captivating touch. In addition, the studio developed Happy Font, a custom typeface characterized by subtly concave lines. The design is particularly striking, especially against a yellow backdrop, as showcased by the brand.
Moreover, Happy Socks’ brand identity encompasses another font called Happy Script, which appears to echo the style of the former logo with a more refined typographic approach, rendering it truly distinctive. Both fonts complement each other seamlessly, and the color scheme, primarily centered on the brand’s yellow, incorporates dynamic secondary tones.
This color scheme is more subdued in packaging, where a black-and-white palette accentuates the colored socks. On digital platforms, the colors become more vibrant, reinforcing the brand’s bold and playful image. Overall, the visual system breaks free from traditional norms in favor of graphical versatility, utilizing custom elements for clear brand identification.
The only potential flaw lies in an animated image of a leg with a disproportionately large foot, appearing somewhat incongruous with the spirit of Happy Socks. However, the company otherwise breathes new life into its brand through a visually captivating universe full of vitality and playfulness. This strategy effectively showcases the brand’s evolution and attracts new customers, paving the way for further growth.
